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Competition of Brands - Or of Business Models ?

Abstract : The article discusses methods to build a product brand. Brands have long been accepted as ways of creating customer loyalty and driving corporate growth. Marketers can capitalize on this by building a company's brand from within, but they must make sure not to fall in love with the brand itself and forget the bigger picture.
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https://hal-hec.archives-ouvertes.fr/hal-00781527
Contributor : Antoine Haldemann <>
Submitted on : Sunday, January 27, 2013 - 5:25:41 PM
Last modification on : Sunday, January 27, 2013 - 5:27:22 PM

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  • HAL Id : hal-00781527, version 1

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Jean-Noël Kapferer. Competition of Brands - Or of Business Models ?. Advertising age, Crain Communications, 2007, 78 (9), pp.16. ⟨hal-00781527⟩

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